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MTR retains OMD as media agency

The MTR Corporation has retained OMD Hong Kong as its media agency following a competitive market review, effectively extending its 17-year relationship with the agency. As such, OMD will continue to manage the integrated media communications for Hong Kong’s mass-transit railway operator, ensuring the continued proliferation of the brand’s key proposition, “Caring for life’s journey”, among its consumers.

As a recognised world-class operator of sustainable rail transport services, MTR is a leader in safety, reliability, customer service and efficiency, receiving an average weekday Hong Kong patronage of over 5.8 million passengers. OMD’s solid understanding of MTR’s current and future requirements from its strategic communications – as well as its proven ability to devise innovative solutions for the MTR brand while generating media efficiencies – were key factors behind the agency’s reappointment.

“We’re delighted to be extending our successful partnership with OMD, having already accomplished so much together over the past 17 years” commented Karen Woo, General Manager – Branding & Marketing at MTR Corporation. “Throughout the review, OMD once again came out on top with its solid understanding of our business objectives, challenges and requirements, as well as its unique approach on how we can conquer them. We are confident in our ability to continue scaling new heights together and look forward to working with the team on coming up with even better approaches for our media communications going forwards.”

Gary Wong, Managing Director at OMD Hong Kong, added: “Over the past 17 years, MTR and OMD have established an incredible relationship built on collaboration and trust. We’re thrilled to be extending such a fruitful and encouraging partnership with one of our longest-standing clients. The retention is a true testament to the strength of the OMD product and its ability to evolve with our clients’ organisations over time, in order to keep them at the cutting edge of their industries. We look forward to collaborating with them on their continued success.”